it is just a "legal" scam like cointerra and others company like butterflylabs.
They earn a lot of profit from pre-sale, so why they have to go beyond?
Yes they make plenty from premining ICOs and they link the value of the Visa card to the altcoin. In the case of Monaco Card, they could have created a business without creating a new coin by just allowing their Visa card to be topped up with Paypal or bank transfers.
It seems they connected the two to make money for themselves when it just was not necessary from a commerce perspective.